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MEDIA INDUSTRY:
CASE STUDY

MEREDITH CORPORATION

B2B MARKETING, SALES ENABLEMENT, AND LEAD GENERATION SUCCESS STORY

Media Company Successfully Launches Multi-Market B2B Initiative

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LG2_Meredith Case Study Video 2021

 

OVERVIEW

LG2_Meredith Case Study screenshotMeredith Corporation is a publicly heldmedia and marketing services company founded upon serving customers and committed to building value for shareholders. Meredith uses multiple distribution platforms — including broadcast television, print, digital, and video to provide consumers with the content they desire and to deliver the messages of its advertising and marketing partners. They have built businesses that serve well-defined audiences, deliver the messages of national and local advertisers, and extend their brand franchises and expertise to related markets.

While outbound sales tactics continue to be a critical and effective strategy for media companies, leadership at Meredith Corporation knew their continued success and growth depended on being innovative and forward-thinking. This initiative with LeadG2 focused on growing their local market B2B brands and creating online spaces for current and potential advertisers to learn and connect, like MeredithArizona.com featured in this case study.

Watch the video above or click the case study to get all the details!

NOTABLE NUMBERS

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Over $1.6M New Business Revenue in 1 Year (Meredith Corporation)

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Over $215K in New Business Revenue in the First 6 Months (Meredith Arizona)

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778 Sales Qualified Leads in 1 Year, 60% of Leads Were SQLs (Meredith Corporation)

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Over 200 New Leads, 75% were SQLs (Meredith Arizona)

Highlights

“For Meredith Arizona alone we’ve billed over $215,000 dollars from the leads that we’re generating! Overall, this has been a great partnership that has affected our bottom line.”

Kristy Neick
Director of Sales

Within the first year of all 12 markets being launched, Meredith was able to attribute at least$1.6 million in new business revenue to this initiative. This includes 101 new clients added from over 1,200 new leads.

LeadG2 created an inbound marketing and sales enablement strategy for all 12 markets that consisted of a cohesive brand strategy for Meredith Corporation and allowed for localized B2B brands in every market.

Meredith turned to LeadG2 to help them address many key opportunities, including building a B2B online presence for their local markets, attracting more and better sales qualified leads, and enabling their salespeople to have even smarter and faster conversations with prospects throughout the sales funnel.

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